Author's abstract : Since the increasing importance of the internet and social media channels in particular, the power balance between companies and consumers has inevitably shifted towards the latter. This does particularly hold for the upcoming generation of digital natives, the so-called Net Geners or Generation Y, which leaves companies
unconfident about how to adapt advertising practices. Based on an in-depth literature review and a subsequent study with prospects of the Generation Y, results are three-fold: First, a postmodern shift in the mindset of these consumers is identified; second, it is validated that consumers do indeed judge current advertising practices as ineffective or even intrusive; third, emotional, spectacular, and co-created advertising appeals most to these consumers. The paper concludes with a variety of managerial implications. Marketers need to embed advertising more into the life context of consumers and, most importantly, immerse themselves into yet untapped C2C opportunities. A 2x2 matrix allows companies to self-evaluate current practices in light of the findings.
